The Volvo FH’s “Make History” brand positioning, a favorite truck on worlwide roads, took on a new meaning with the crisis caused by the Covid-19.
In these circumstances the new campaign “Heroes of the Road” created by SoWhat agency for Volvo Trucks, proposes that “making history is moving forward, even when everyone had to stop”, recalling the truckers’ mission of transporting medicines, food and, above all, hope that the world does not stop.
The campaign was designed for Brazilian market, but after knowing about the message, Volvo Trucks request the effort to expand to other languages and countries, carrying messages such as “despite the distance, we are thousands running together. Making history is advancing with the certainty that the storm will pass ”. So the campaign was adopted by the company globally – including versions in English, Portuguese and Spanish, asking truck drivers to assume the heroic mission of moving forward to keep cities supplied.
“We read the scenario and understood that it did not make sense to continue with the newly launched campaign for the Volvo FH truck. More than ever, the time has come to value drivers who have not stopped driving and are true heroes on the road” highlights Alessandra Almada, marketing manager at Volvo Trucks in Brazil.
“In this moment of great commotion, more than supplying cities, truck drivers take risks to maintain their lives. The recognition of this effort is a fair tribute to a category that is often underrated. The sensitivity with which the campaign dealt with the moment crossed borders by carrying a message of hope. After being broadcast in Brazil and Latin America, it was adopted by Volvo in global channels to represent our voice. ”, Says Daniel Homem de Mello, Head, Brand, Marketing & Communication for Volvo Trucks in Latin America.
“Few moments can be as global as the ones we are experiencing, so the message was quickly absorbed globally and allowed the brand to speak to all its stakeholders. From the beginning, our creation started from an absolute truth of the brand where the focus is on people. ”, complements Bruno Lunardon, partner and director of SoWhat.
Agency: SoWhat Comunicação
Client: Volvo Trucks
Campaign: Eu Rodo por Todos (On the road for everyone)
Executive Creative Direction: Rodrigo Poersch, Marcelo Bacellar
Writing: Pedro Eilert
Art direction: Marcelo Bacellar
Account Manager: Bruno Lunardon, Anna Lucia Afonso
Production: Akira Miyake
Client Approval: Daniel Mello and Alessandra Almada
Audio Production: Canja
Video Production: Catalunya
